Indeed what once was a quasi-covert, somewhat haphazard operation is now out in the open and strategically planned. Seeding new or long-established designer labels into the street style mix “is a new way of doing PR,” said Daniel Saynt, a partner in a year-old agency that negotiates deals between brands and tastemakers.

“We watch for the people most likely to be photographed outside the shows,” Mr. Saynt said. “Our job is to make sure they have on the right products at the right time.”

During Fashion Week, Socialyte, through its marketing program, #TrendSpark, is managing about 200 placements, he said, for 18 fashion brands and retailers. Among them are limited-edition lines from Pink & Pepper, Vera Wang and Pour La Victoire.

Few people realize that certain bloggers and seemingly random posers are modeling for a fee,” Mr. Saynt said. “But even those who are aware don’t always understand the degree to which we orchestrate these placements.
— Daniel Saynt, Creative Director of Socialyte

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